한국전통음식의 중국시장 진출전략 방안

Abstract

This paper aims to develop strategies for Korean traditional food entering Chinese market and gives some policy implications to governments that needs to make a policy to support the food firms(or businessman) entering Chinese market. For this, we researched data for Chinese food market and studied success factors with some empirical analyses. We extracted three common factors(namely service factor, product factor and specialty factor) through twelve variables by factor analysis and found that all three factors significantly influence on the degree of Chinese preference for Korean traditional food. In conclusion, we developed international strategies for entering Chinese food market reflecting three success factors mentioned above and research data for Chinese food market. Strategies are composed of 5 groups：① Strategy for diffusing culture code 'Halryu', ② Strategy for positioning advanced image, ③ Strategy for specializing based on city(region) characteristics, ④ Strategy for reinforcing Korean specialty, ⑤ Strategy for using a circulation market.